Page 252 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

236

Figure 1. Proposed research model

3 Research Methodology

3.1 Data Collection Methods
The study employed a quantitative methodology. The questionnaire is composed of 23
observed variables for four proposed research model factor categories. On a 5-point
Likert scale, the questionnaire's scale variables are measured, with one representing
"Absolutely disagree" and five representing "Absolutely agree." The questionnaire's
scales are based on prior research and were designed to fit the research context:
perceived risk and its function in brand awareness, intrinsic motivation, and purchase
intention.

3.2 Participants and Sampling

The author surveyed 300 consumers of telecommunications companies in Hanoi, Ho
Chi Minh City, and Danang from the ages of 15 and over 30 using cluster sampling
from January 2022 to April 2022. Simple random sampling is then used to select
consumers at each location. To collect information, a Google survey questionnaire was
emailed to the customer.

3.3 Data Analysis Methods

After coding and screening, the data were entered into SPSS software for measurement
and analysis, including (1) Cronbach's Alpha reliability coefficient analysis. Cronbach's
Alpha coefficient greater than 0.6 indicates acceptable reliability; (2) CFA and (3) SEM
techniques to evaluate the study model and hypotheses.

CITA 2023 ISBN: 978-604-80-8083-9